4 Tips for a Successful Email Marketing Campaign

By Aaren Graves in Digital Marketing on March 22nd, 2016

4 Tips for a Successful Email Marketing Campaign

In 2015, nearly 205 billion emails were sent and received every day, and this number is expected to grow by 3% in 2016. How do you get your emails to break through the clutter and entice your customer to engage with your brand?

With a 38-to-1 return on investment (ROI), email marketing has the highest ROI compared to any other digital marketing channel. In fact, 72% of people surveyed prefer to communicate with companies through email rather than any other medium. To create an effective email marketing campaign there are numerous key factors to keep in mind, below are a few best practices we feel are essential for inbox success:

1. Establish your audience 

When setting up your audience, try establishing various segmentations, including gender, age and geography. If you have multiple emails to send within a week, segmenting your audience will help ensure your consumers aren’t receiving too many emails and getting annoyed with your brand. If you have an offer or newsworthy information specific to a certain region, send to consumers within that region rather than your entire audience as some people might not be able to redeem the offer.

2. Create a content map 

A content map allows you to look at the email campaign as a whole and compare it to the other emails your company intends to send within any given timeframe. If you think it’s too many emails it probably is, and you will need to scale it back. However, don’t let months go in between pressing send. You still want your consumer to think about your brand.

3. Keep it simple and streamline 

People are quick to put an email in the trash or flag it as spam if they receive too many, so make your emails clean and appealing to the eye. Whether it be through copy or graphics, you want the overall look to be professional and easy to navigate. It's best to resist the temptation to include too much content in the email. Your landing pages can take care of the deeper information.

4. Give people a reason to open your email 

Of course a compelling email starts with a good subject line, but having relevant content that is interesting and of value to your consumer is also vital for open rates and click-throughs.  Getting consumers to open your email just from the subject gets your brand further in the engagement process. Most people sign up for emails to receive promotions, so if your company has discounts or markdowns include them accordingly.  Including the consumer’s name within your email will give a personal touch and impress your audience.

Email utilization continues to grow every year not only in the business world but in the consumer industry as well. With personalized and engaging content, you can guarantee your email marketing efforts are delivered, seen and tracked. Email marketing is here to stay, and by the end of 2016 it’s predicted that there will be a total of 4.3 billion email accounts in use, so don’t let the opportunity to be creative and engage with consumers pass by!

Does your email campaign need a pick-me-up?

Contact our eCRM experts today!